Tesco will promote 33million packs of beer and cider throughout Euros

Supermarkets say they are ready for one of their busiest periods of the year as football fans stock their fridges with beers and ciders to watch the Euros from home.

Tesco said it expects to sell 33 million packs of beer and cider during the next four weeks, while Asda has predicted it will sell 14 million units of Budweiser in the same period.

M&S have also claimed that customers were currently buying five times as much Belgian lager as they are British, while sales of dips and ‘picky bits’ were up 15% ahead of the tournament kick off on Friday night.

As England and Scotland get ready for their opening games, Asda says it expects to sell more than 25,000 large-screen, ultra-high-definition TVs during the tournament, with searches for ‘England’ up 55 per cent, “Euros” up 48% and “Football” up 77%.

The British Independent Retailers Association (Bira), which represents more than 6,000 independent businesses nationwide, said the Euros could mean a retail bonanza worth an estimated £2.75 billion.

Supermarkets say they are ready for one of their busiest periods of the year as football fans prepare to open their wallets to watch the Euros from home

Whilst this sales growth is predominately driven by alcohol, Tesco said their recent sale figures have shown that beer tastes had changed considerably in recent times. 

The company is predicting it will sell 5.5 million bottles and cans of ‘no’ and ‘low’ alcohol options – a record for a major football tournament.

This was a drastic change from figures during the 2006 World Cup in Germany, when 80% of all beer and cider sold in the retail trade during the tournament was lager.

For this year’s tournament, Tesco expects lager to account for 50% of sales, with the rest made up of cider, ale, stout, craft beer and ‘no and low’ alcohol.

Wine sales are expected to top 30 million bottles, alongside more than 11 million pies, and more than 90,000 packs of bunting.

Tesco beer and cider buying manager James Renshaw said: ‘The tournament is one of the biggest sporting events on the planet and is set to create a month-long carnival-like atmosphere for millions of football fans.

‘But this one will be different as we predict the highest ever demand for no and low alcohol beer and cider for a major football tournament, based on the spectacular growth we have seen in the last year.

Tesco said it expects to sell 33 million packs of beer and cider during the next four weeks

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‘While these sales predictions for typical football viewers’ food and drink fare are estimates, we know from previous tournaments that when the sun shines demand can really go through the roof.

‘We also know from previous tournaments that on days when home teams play, demand for beer, wine, pizzas and other snacks rockets and continues to rise with each successive round.’

A British Retail Consortium survey found that some six per cent of shoppers say they will likely buy a new TV or other device to keep up with their team during the Euros, while four per cent plan to buy official merchandise.

They survey also suggested one in 10 expect to host or attend gatherings with family and friends to watch matches.

Younger fans are set to drive up the spending, with 24 per cent of 18 to 24-year-olds planning to spend more on groceries, compared with just 4 per cent of those aged 55 and over.

Fraser McKevitt, head of retail and consumer insight at analysts Kantar, said: ‘Major sporting events can have a big impact on grocery sales, particularly in categories like alcohol.

‘During England’s quarter final match against France in the 2022 Fifa Men’s World Cup, take-home beer sales hit their biggest daily takings of the year outside of Christmas.

‘Especially if it’s paired with warmer temperatures, this year’s summer of sport could deliver a welcome boost for the sector.’

England will play Serbia on Sunday, while Scotland will face the hosts Germany on Friday

England footie fans typically fill out pubs and bars as they watch the Euros on the big screen

Venues will be allowed to stay open for an extra two hours on match days if either or both teams reach the last four – or the final – to give fans a chance to celebrate or commiserate.

The move, which covers venues in England and Wales, comes after a consultation at the end of last year and is hoped to provide a boost to the hospitality industry.

Bira commercial director Jeff Moody said: ‘The Euros arriving in the summer months is fantastic timing for independent retailers after a challenging period.

‘With favourable kick-off times aligning with the sunshine, we’re expecting pubs, hospitality businesses, convenience stores and electrical retailers in particular to cash in as fans flock to watch the matches.

‘An England or Scotland run to the latter stages would provide an even bigger boost. It’s crucial this feel-good factor translates into more sales for all types of independent retailers as consumer confidence returns.’